Maximum Octane

Most auto shops know they need marketing, but few understand what customers actually base their decisions on. According to Travis Bickham, Chief Commercial Officer at Shopmonkey, the biggest threat to a shop isn’t competition. It is the trust gap between what customers expect and what shops deliver.In this episode of Maximum Octane, Jason Patel and George Zeeks sit down with Travis Bickham to break down the reality of modern consumer behavior, why transparency is now the new currency, and how shops can use technology to elevate their customer experience instead of complicating it. They cover everything from Google reviews and digital inspections to branding, communication, and the emotional side of making customers feel safe when their vehicle breaks down.Travis also explains why automotive has an unprecedented opportunity to redefine its reputation, how technology is accelerating faster than ever, and why shops that fail to adapt will be left behind. He walks through practical steps shops can implement today to close the trust gap, improve communication, leverage digital tools, and build a brand that customers talk about long after they leave the shop.Tune in to episode 131 of Maximum Octane if you're after a roadmap to stop guessing at marketing and start creating experiences that customers rave about.Episode Takeaways:3:30 Why customers distrust automotive shops and how branding shapes first impressions5:30 Why transparency is becoming the new currency in auto repair7:10 How digital inspections help customers understand and trust repairs10:50 Why shops must protect long-term relationships, not short-term transactions13:50 How people, processes, and technology work together to elevate your brand15:30 Why authentic reviews outperform perfect review scores18:50 How turning transactions into relationships keeps customers returning21:40 Where AI can help and where human advisors still matter most26:20 What shops should look for in technology partners31:20 Why the automotive industry has a huge opportunity to rebrand itselfConnect with Travis Bickham:LinkedInShopmonkeyLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

Technology has changed everything about the service advisor role, but it has not replaced the one thing that matters most: people.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Michelle Wood, ATI’s Sales and Service Instructor, to discuss the myths and realities of being a great service advisor in a world of automation, AI, and endless new tools.Michelle shares her journey from dealership receptionist to national trainer and reflects on how the role of service advisors has evolved with technology. She explains how tools like DVIs and automation can improve efficiency, but they cannot replace genuine human connection. Customers do not just want updates. They want to feel seen, heard, and cared for.The conversation also covers the growing need for training and development, the misconception that advisors must be former technicians, and why withholding information to “avoid scaring customers” actually destroys trust.Tune in to episode 130 of Maximum Octane to rediscover the human side of automotive service and learn how to build advisors who do more than sell repairs. They build trust, loyalty, and relationships that last.Episode Takeaways:3:50 Why service advisors do not need to be former technicians to be great communicators5:10 Why nobody cares “how the sausage is made”8:50 Why technology helps, but only if you use it12:20 What AI cannot do and why the human touch matters more than ever13:50 Customers still want to do business with people, not systems17:30 How great advisors read people and tailor their communication20:10 Why honesty about needed repairs builds trust, not fear23:00 The interview question every shop owner should ask27:20 How to find talent in everyday places30:10 Why trust is the ultimate investment in your advisorsConnect with Michelle Wood:LinkedInLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

When leadership breaks down, processes fall apart fast. But rebuilding doesn’t start with systems. It starts with people.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Chris Darmody, General Manager at Graham Auto Repair, to explore what it takes to turn around a struggling organization. When Chris joined the shop, leadership gaps, inconsistent processes, and fading accountability had left the team adrift. Instead of walking away, he leaned into the fire.Drawing on 22 years of experience in the automotive industry, Chris shares how he reignited the culture at Graham by focusing on empowerment, accountability, and communication. He explains how creating structure through SOPs, while keeping the shop’s personality intact, rebuilt trust and consistency, and why real empowerment means giving people both the freedom and the authority to lead. Kim and Jason also draw powerful parallels between diagnosing car issues and diagnosing leadership problems, showing how the same mindset of testing, learning, and refining can transform both people and performance.Tune in to episode 129 of Maximum Octane if you’ve ever inherited a broken team, felt stuck in the weeds, or wondered how to rebuild trust after disruption. Chris’s story proves that great leadership doesn’t just fix problems; it rebuilds belief.Episode Takeaways:3:30 How Chris’s “trial by fire” background prepared him to take over at Graham Auto Repair5:50 The leadership vacuum Chris walked into and how he stabilized two struggling shops7:30 Why passion and purpose matter more than position titles8:10 The hidden truth about inventory, diagnostics, and industry perception11:20 The first red flags Chris noticed and how he rebuilt integrity into daily operations13:20 Why accountability is the ultimate form of empowerment14:50 How team-built SOPs create buy-in and drive consistency18:00 What rebuilding a culture really looks like and why it takes patience21:50 Why every business, no matter how small, needs documented processes26:40 How to truly empower leaders by giving them real authority27:20 Trust, audit, and verify: how to stop micromanaging and start leading32:50 How developing backups for every role sets the stage for expansionConnect with Chris Darmody:LinkedInGraham Auto RepairLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

Many shop owners know they need marketing, but too often they get stuck thinking about it instead of doing it. Between SEO, social media, websites, and ads, it’s easy to fall into analysis paralysis; spending so much time comparing options that no real progress happens.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Doug Robison, Director of Sales and Partnerships at Optimize Digital Marketing, to cut through the noise and get practical about marketing. Doug explains that while planning and strategy matter, none of it means anything without action. Waiting for the perfect moment or perfect plan only delays results.He shares how shop owners can confidently choose a marketing partner, what to look for in a digital strategy that actually fits your business, and why consistency matters more than perfection. You’ll also hear how algorithms, websites, and social platforms work together to drive traffic, and why real marketing success comes from collaboration, not delegation.Tune in to episode 128 of Maximum Octane if you’ve been overthinking your next move or waiting for everything to line up just right. Marketing doesn’t have to be confusing. It just has to be done with clarity, consistency, and the right support behind it.Episode Takeaways:3:20 Why analysis paralysis keeps shop owners from moving forward4:00 Why no one should try to handle SEO and social media alone5:40 What algorithms really do and why your content must play by their rules9:20 Why you should start marketing on day one of opening your shop10:50 How hiring experts is often cheaper and smarter than doing it in-house14:40 The pet peeve that reveals which marketing companies to avoid15:20 Why marketing has to be a partnership, not a “do it for me” service18:40 Why you still need a website and how it ties all your marketing together22:50 Why marketing needs constant tuning, just like an oil change schedule27:50 What shop owners actually own (and don’t) when it comes to their websites29:20 Why a stale website loses ranking faster than you thinkConnect with Doug Robison:LinkedInOptimize Digital MarketingLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

Trigger Warning: This episode contains open and personal discussion about suicide, grief, and mental health.In the automotive industry, we never hesitate to buy the latest equipment or the right tool for the job. But when it comes to our own mental health, too many of us resist using the tools available to help us heal. Therapy, medication, or calling someone for a chat aren’t weaknesses. They are tools, just like the ones we use every day in the shop.In this powerful and deeply personal episode of Maximum Octane, Kim Hickey and Jason Patel welcome back Lee Anderson of Integrity Auto Care. Lee opens up about going through some of life’s heaviest challenges early on, how those experiences shaped him, and why he is passionate about breaking the stigma around mental health.Lee speaks candidly about grief, depression, and what not to say to someone who is grieving. He also explains why open-door leadership, empathy, and genuine connection matter just as much in a shop as they do in life. Alongside sobering statistics showing suicide rates among automotive technicians more than double the national average, Lee reminds us it’s okay to cry, okay to ask for help, and okay to use the tools available to care for ourselves.Tune in to episode 126 of Maximum Octane if you’ve ever struggled silently, or if you want to support your team better when they’re carrying invisible burdens. Lee’s honesty and resilience will challenge you to view mental health not just as a personal issue, but as a leadership responsibility.Episode Takeaways03:30 Why suicide rates spike around the holidays and what seasonal depression means for mental health05:20 Lee’s personal story of early struggles and how they shaped his outlook on life and business09:20 The questions you should never ask someone grieving a suicide12:00 Why men need to hear it’s okay to cry and show emotion14:00 How talking about loved ones keeps their memory alive17:10 Why it’s vital to talk to someone before mental health spirals19:30 The staggering suicide rate among auto technicians and why the industry needs to pay attention21:20 Why stigma and pride keep too many from getting help25:20 How Lee leads his shops with an open-door policy for employees29:10 Why empathy, listening, and growth conversations build stronger teams31:50 Life is beautiful, depression is real, and no one should face it aloneConnect with Lee Anderson:LinkedInIntegrity Auto CareLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

What does it really take to build a business from scratch when you don’t have a roadmap? For Josh Oberlander, the answer has been equal parts grit, trial and error, and the discipline to keep sharpening himself along the way.In this episode of Maximum Octane, Kim Hickey and Jason Patel talk with Josh Oberlander, co-founder and CRO of Detect Auto, about the unconventional path that shaped him as an entrepreneur. At 24, Josh launched a tree service business with $500 and a rope. That led to a foray into manufacturing a person-tracking fan for technicians, a product that seemed promising but came with its own hard lessons.Josh shares why building a team is harder than most people expect, why the struggle years matter more than the highlight reel, and why continuous learning is the one thing you can never outsource. He also explains how Detect Auto helps shops save time, improve communication, and empower their staff with smarter tools.Tune in to episode 126 of Maximum Octane if you feel stuck between where you are and where you want to go. Josh’s story is proof that persistence, awareness, and a willingness to keep learning can turn setbacks into stepping stones.Episode Takeaways:3:30 How Josh went from environmental science to running a blue-collar tree service business5:20 Why being a skilled technician doesn’t automatically make you a business owner9:10 Why building a team is harder than anyone teaches you10:30 The leap from services to products and the lessons of selling a person-tracking fan to technicians15:50 Why struggle and sweat equity are still the price of growth20:10 Why learning is hard, but staying sharp is non-negotiable21:30 The “Clippy for auto shops” vision behind Detect Auto25:10 What shop owners need in place before adopting AI assistants25:50 How Detect Auto empowers even non-technical front-of-house staff29:20 Why the path less traveled can hold the biggest business opportunities30:55 The entrepreneurial superpower of paying attention inside your own shopConnect with Josh Oberlander:LinkedInDetect AutoConnect with Detect Auto on LinkedInFollow Detect Auto on InstagramFollow Detect Auto on FacebookLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

What would it take for you to finally let go of the death grip on your business? For Connor Tracy, it took two flaming cars, a smashed customer vehicle, and missing his son’s homecoming photos.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Connor Tracy, Kikui’s Director of Partner Development, for a candid conversation about the art and necessity of delegation. Connor shares his hard-earned lessons from years of doing everything himself, the breaking point that forced him to change, and how learning to empower his team completely transformed his shops’ culture, engagement, and results.You’ll hear how he learned to hand over morning huddles, parts reconciliation, and even marketing tasks, along with the missteps, course corrections, and resources that made those delegations successful. Connor opens up about the ego traps that keep shop owners stuck, why measurable results matter more than “feelings,” and how giving away ownership can actually make you look like a rockstar leader.Tune in to episode 124 of Maximum Octane if you’ve ever thought, “No one can do it as well as I can.” This episode will challenge that belief and provide you with the tools to start building a business that runs without you being chained to the counter.Episode Takeaways:02:20 Why most shop owners misunderstand delegation and how to do it right04:39 The first and last things Connor delegated in his shop (and why huddles changed everything)07:51 The flaming car incident that became his catalyst for change10:34 How two mentors gave him the blunt truth about his leadership problem18:46 When delegation fails and the missing piece most owners forget21:18 Why your team might do your “special” tasks better than you24:30 The ego trap: why pretending to be infallible backfires with your staff28:05 How to connect delegation to culture, engagement, and measurable results31:24 Why measurable benchmarks beat “feelings” every timeConnect with Connor Tracy:LinkedInKukuiLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

What happens when your shop's future depends on more than just hustle?In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with ATI President Ron Greenman for a masterclass on succession planning, leadership evolution, and building a sustainable future for your business.Ron shares real-life examples from his own unexpected path to leadership and how ATI’s growth exposed the cracks in traditional succession models. From the overlooked pitfalls of leadership transitions to the critical role of ongoing training, Ron breaks down what shop owners must do today to avoid chaos tomorrow.Tune in to episode 123 of Maximum Octane and discover how a strong succession plan, future-focused leadership, and a commitment to training can elevate your shop from day-to-day survival to long-term success.This episode is a must-listen for any shop owner who wants to lead with purpose and exit with confidence.Episode Takeaways:1:30 What Ozzy Osbourne’s farewell tour teaches us about legacy and handoffs2:40 Why most succession plans fail the first time and what to do about it4:10 What succession planning really means (hint: it’s not just selling your shop)6:30 Selective hearing: Why shop owners miss the point on planning7:00 The hidden failure in ATI's own management structure and how they’re fixing it8:50 PSA: What not to say if you’re applying to be a coach11:30 Ron’s career pivot: From CFO spreadsheets to leading ATI's mission13:10 Shrinking business model? Why growth is survival16:20 "I’m ready for change" vs. actually changing20:30 Before you spend another dollar, are you using what you already pay for?24:00 Why 40 hours of training per year should be the bare minimum27:10 Career development in small shops: Stop using size as an excuse32:50 Shop CEOs in training: Have a destination or risk wandering aimlessly34:10 Rebuilding the team: Why direction is nothing without peopleConnect with Ron Greenman:LinkedInLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com